20 Minuten Advertising is launching a new brand performance product. This allows advertisers to focus their campaigns not only on branding but also on sales, and to optimize their advertising measures on an ongoing basis. The new brand performance ads can be played out immediately on 20 Minuten Online and in the 20 Minuten app.
Advertisers benefit from a hybrid pricing model consisting of a fixed price per thousand contacts or cost-per-mille and a variable share depending on the number of leads or conversions achieved, such as bookings, newsletter sign-ups, offer requests, registrations, etc. The purchase is programmatic in order to take full advantage of targeting and data. Purchasing is done programmatically in order to make optimal use of all advantages regarding targeting and data.
Séverine Hubatschek, Managing Director of 20 Minuten Advertising, explains: "Advertisers now have the option of aligning their campaigns with both branding and performance goals. With Brandformance Ads, they thus benefit from the implementation of maximally efficient advertising measures."
The new brand performance product is the result of a test and analysis phase. Based on various campaigns of the last two years, 20 Minuten and Goldbach Advertising Services examined the brand uplift and the sales impact across different product groups. Accordingly, the brand performance campaigns are based on the following factors
20 Minuten Online uses high-reach, high-quality and particularly high-performance display formats such as ricchi, rectangle or wideboard ads.
The new brand performance ads can now be booked with 20 Minuten Advertising or Goldbach Advertising Services. The service also includes consulting with individual offer design as well as the technical set-up of the campaign with dashboard and ongoing campaign optimization on the part of Goldbach Advertising Services.